Words of Branders
2 BRANDERS MAGAZINE • 2019
Branders
BRANDERS MAGAZINE • 2019 3
“Quotes” Issue 21 | May, 2021
“To innovate innovation we are shifting customer centricity towards satisfying a growing community demand that emerges from the climate crisis. On our way to 100% planet positive brands. #profittobeproudof.” Sandra Horlings Brand and Business Strategist at Innobost | Creative Facilitator | Creating profit to be proud of | Generation Co
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“Quotes” Issue 21 | May, 2021
“Innovation won’t transform your brand unless you can mix hot with cold, balance contrarian attitude with empathy, connect intuition with AI, and then puzzle it out. Definitely do not rush.”
Stanley Moss Philosopher, writer and traveler. International brand guru for Gottschalk+Ash of Zürich, author of What Is A Brand? and was CEO of the Medinge Group think-tank 2004-2012.
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Contributors Andra Gutui Naming Specialist, CoFounder at Namzya Naming Agency
Marcela Sarmasan Naming Specialist, CoFounder at Namzya Naming Agency
Cristián Saracco Founding Partner Allegro 234 | CMO zenziya | President aebrand | Member Medinge Group Fabian Roschig Innovation Consultant, Startup Founder & Marketeer
Gustavo Koniszczer Managing Director FutureBrand Hispanic America
Matt Davies Brand & culture strategy consultant. CEO advisor. Author. Public Speaker. Podcast host. Facilitator. Pim Van Helten CEO / Managing Partner at DPDK Digital Agency
Cover | Duncan Wardle
Former Head of Innovation and Creativity of Disney. Founder of iD8 & innov8, a creative consulting firm. Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com Sales Director: Carolina Gomez carolina@vrandgroup.com Community Manager: Elizabeth Gomez branders@vrandgroup.com Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara Design: Vrand Design Stock photos credits: Frepik.es Pexels.com Unsplash.com www.brandersmagazine.com
Stanley Moss Philosopher, writer and traveler. International brand guru for Gottschalk+Ash of Zürich, author of What Is A Brand? Sandra Horlings Brand & Business Strategist at Innoboost. Member of Medinge Group, a global think thank in Branding
The contents of this publication is exclusive and opinions expressed are responsibility of the authors. Reproduction from the contents of this publication is prohibited without authorization.
CONTENTS B RAN D E RS M AGA Z I NE - I S S U E 2 1 | MAY 2 0 2 1
16 COVER
10 INNOVATION
Emerging opportunities for innovation post Covid-19
12 CREATIVITY
Needs make us more creative
Duncan Wardle: Why a box is never just a box
26
22
BRANDING
TECHNOLOGY
28/29
24
BRANDGADGETS BRANDEVENTS
The rise of the machines brands and AI
A smiling face in a post-Covid world
BRANDING
14
The war against “Blanding” and how to fight it
NAMING
Naming in an innovative industry: electric vehicles
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[] EDITOR’S LETTER
Carolina Gómez Partner at Branders Magazine Sales Director @brandersmagazine
Why is innovation key to your Brand longterm success...
W
elcome to Branders Magazine Year 6 Issue #21 about “Innovation” When Brands want to increase their innovation efforts, they always seem to ask their teams the same statement: “we need more creative ideas” They’ll start talking about the need to “think outside the box” to be able to find new ideas and concepts that can turn into innovative products or programs. However, in most cases, innovation isn’t happening by a lack of ideas, but rather a lack of noticing the good ideas already there. Innovation is vital in the workplace because it gives companies an edge in penetrating markets faster and provides a better connection to their target market, which can lead to bigger opportunities. Innovation can also help develop original concepts while giving the innovator a proactive, confident attitude to take risks and get things done more effectively. As a Brand Strategist, when you foster and create the environment for an innovative culture within your organisation, innovation will instantly grow easily, even though and quite often the creative process isn’t always a simple one. A/B testing and trial and error processes are a good start, but it’s quite important to always look at different perspectives, keep an open mind and make sure to know that trying out new things is a worthwhile experiment that will pay off in Brand growth. According to HBR: “Quite often it’s not an idea problem, it’s basically a recognition problem”.
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Brands with innate creative thinking have a superpower to create, recognise & implement new ideas and those companies are the ones that usually evolve and adapt over time and will become the market benchmark and the top industry players. Fostering a creativity & innovation culture in the workplace is key to introducing new ideas, methodologies and products and driving sustainable growth. What are your thoughts on Brand Innovation? Why do you think it’s important to incorporate Creativity & Innovation into your Brand Strategy? In this edition, we will learn how to create innovative strategies that help your brand grow and overcome challenges and how to foster creativity & innovation. And as Duncan Wardle affirms: “We Are All Born Creative” We’re excited to have a world-class strategist, former Head of Innovation & Creativity at the Walt Disney Company, & Founder of iD8 & Innov8, Duncan Wardle on our cover! As always, we also have an amazing group of branders and strategists participating in this edition! Sandra Horlings, Stanley Moss, Cristián Saracco, Matt Davies, Andra Gutui, Gustavo Koniszczer, Pim Van Helten, and Fabian Roschig among others! We are very proud of this edition and very happy to have an amazing lineup of Brand Strategists! We hope you enjoy it! Let us know your thoughts!
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